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101 0 $aeng
135   $aur|||||||||||
181   $ctxt
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183   $acr
200 10$aFables, fashions, and facts about advertising$b[electronic resource] $ea study of 28 enduring myths /$fJohn Philip Jones
210   $aThousand Oaks, Calif. ;$aLondon $cSAGE$dc2004
215   $a1 online resource (xvii, 310 p.)
300   $aDescription based upon print version of record.
311   $a1-322-28332-X 
311   $a0-7619-2799-9 
320   $aIncludes bibliographical references (p. 245-251) and index.
327   $aCover; Contents; Epigraph; Preface; Acknowledgments; Part I: Advertising's Relationship to Business Generally and to the Consumer; 1 - Why Advertisers Advertise; 2 - Overpromise and Underdelivery; 3 - Added Values; Part II: Advertising Strategy and the Difficulty of Locating Target Consumers, the Development of Creative Ideas, and Facts About How Much Advertising Produces an Effect; 4 - "Why Exactly Am I Spending All This Money?"; 5 - How Many Fish Are There in the Pool? And Where Are They?; 6 - The Advertising Imagination; 7 - Bursting the Dam Wall
327   $aPart III: Advertising Investments, Promotional Expenditures, Media Strategy, and Media Tactics8 - Overspending and Underspending; 9 - Margins and How to Slice Into Them; 10 - Fishing in Different Parts of the Pool; 11 - Regularity and Frequency; 12 - The Gatekeeper; 13 - The Main Source of a Manufacturer's Profit; 14 - Looking Before You Leap; 15 - Consumer Perceptions-and the Cash Register; 16 - Wheels and Their Reinvention; 17 - The Global Village; 18 - The Cinderella of Business; 19 - Volcanoes and Their Extinction; Part VII: Sources of Information
327   $a20 - The Expanding Universe of InformationBibliography; Glossary; Index; About the Author
330 8 $aHelping students recognise the forest despite the trees, this text is completely current on the latest trends in advertising which has changed dramatically during the last decade.
606   $aAdvertising
615  0$aAdvertising.
676   $a659.1
700   $aJones$b John Philip$0520552
801  0$bStDuBDS
801  1$bStDuBDS
906   $aBOOK
912   $a9910779128803321
996   $aFables, fashions, and facts about advertising$93787179
997   $aUNINA